Key Strategies to Improve Community User Conversion Rate

In the early stages of community development, community managers often invest a lot of energy in channel expansion and attracting users. However, even if they successfully attract a large amount of traffic, the community's activity level and product usage rates may not necessarily improve in sync. This phenomenon is like trying to fetch water with a basket; no matter how wide the faucet is opened, most of the water will still leak through the gaps. So, how can we effectively retain these users?

To solve this problem, we first need to clarify the underlying reasons that make it difficult for users to convert.

The Main Reasons for the Difficulty in User Conversion in the Community

The social account is disconnected from the blockchain address.

Currently, most community members' social accounts do not have a corresponding relationship with their blockchain addresses. This makes it difficult for community managers to match active social accounts with on-chain active addresses. The efforts of community managers are mainly focused on social networks, such as increasing community size and improving daily activity, while the truly important blockchain address activity has not received the attention it deserves.

lacks a sustainable incentive mechanism

Community operations are a long-term endeavor. In the initial stage, managers need to focus on expanding the community size. As the community enters the growth phase, attention should not only be on quantity but also on the quality of members, including engagement, activity, and value contribution. However, due to limited resources, many community activities often lack sustainability, which affects the conversion rate of users to product users.

low degree of automation, lacking systematic management

Many Web3 teams are in the startup phase and face issues of resource and manpower shortages. Community operations are overly reliant on human input, leading to a backlog of repetitive tasks. Community managers spend most of their time on attracting traffic and answering user questions, unable to focus on improving user conversion rates.

Market Trends: Built-in Community and Long-term Incentives

The advantages of built-in communities ###

Users utilize social accounts in the community while using blockchain addresses within the ecosystem. Currently, most communities are still centered around traditional social platforms, requiring users to take extra steps to experience the products, which increases the risk of user churn.

Some large projects have begun to establish built-in communities on their official websites, such as Arbitrum setting up a Community section on its official website. This approach allows users to directly experience the product, and community managers can operate directly on the user's blockchain address rather than their social media account.

Although building an integrated community requires a lot of resources, mature solutions have already emerged in the market, such as certain platforms offering a variety of task templates and custom domain management, helping projects quickly establish an integrated community.

Long-term Incentive Mechanism

Long-term effective incentives are also needed to promote community members to use the product. For projects that have not issued tokens, the Token Generation Event (TGE) is a common strategy to guide user behavior through airdrops. To reduce user attrition during the waiting period, a points tier system can be introduced to timely reward effective behaviors.

Some projects combine TGE with points, where behaviors such as staking assets and inviting new users can earn points, and the number of points is linked to the future airdrop value. Some projects even establish specific leaderboards to incentivize user participation.

For projects that have issued tokens, points can help design a dual-token model. The issued token serves as a rights token, while points function as a utility token, linked to community engagement and loyalty. By establishing clear point distribution rules and redemption mechanisms, it can incentivize loyal community members and inject new vitality into the ecosystem.

Conclusion

In a highly competitive market, user attention is a scarce resource. If users cannot be retained immediately after joining the community and encouraged to use the product, then no matter how many resources are invested in user acquisition, achieving ideal results will be difficult. Focusing community operations on users' blockchain addresses, rather than just their social media accounts, is key to improving community user conversion rates. Given the limitations of team resources and personal energy, effectively utilizing various tools and platforms can help the project move forward more efficiently on the right path.